Service Marketing

Project Report On

CLIENT SERVICING
OF

AD AGENCIES
Submitted By:
• Iyappa Parkash (33230810)

• Jagat Singh Dhami (33230811)

• R Karthik (33230812)

• Niranjan (33230818)

• Padma (33230820)

• Saeed Khamseh (33230829)

• A. S. Somayo (33230837)

• Regi Franklyan (33230843)

ADVERTISING

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 • Advertising is the art of arresting the human intelligence just long enough to get money
from it.

• Advertising is a form of communication used to influence individuals to purchase

products or services or support political candidates or ideas.

• American Marketing Association : “Advertising is any paid form of non personal

presentation and promotion of ideas, goods, or services by an identified sponsor.”

STRUCTURE OF ADVERTISING AGENCIES

Agency Services

Strategic planning, account services and media placement

Creative Services

The Creative Services team is dedicated to developing eye-catching design and print for your
business. Our designers are experienced at building a look and feel for your corporate image that
is tailored for both your company and your consumer. We create stand-out advertising
campaigns or marketing materials that engage and appeal while enhancing your brand.

• Identity and Logo Design

• Stationery and Collateral

• Media and Advertising

• Printing

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 • Promotional Products and Tradeshow Displays

Production Services

The Production Services specializes in audio, video, and events – from planning to post-
production and concept to completion. Our Production Services team has over 20 years of
experience creating audio and video solutions to our clients’ needs. Our goal is to provide your
business with flawlessly professional, quality production for any project.

• TV and Radio Commercials

• Training and Informational Videos

• Marketing Videos

• Photography

• CD/DVD Duplication

• Events

Technology Services

Technology Services focuses on managed website systems for medium to large businesses, and
our product range runs from startups to enterprise-grade systems. We also provide online
shopping solutions and we can develop a website to help achieve specific business goals.

MARKETING RESEARCH COMPANIES

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FUNCTIONS PERFORMED BY INTERACTIVE AD AGENCIES

AD AGENCIES HAVE SKILLED SPECIALISTS

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WHY AGENCIES LOSE CLIENTS

• Poor Performance

• Personnel Changes

• Changes in strategy

• Unrealistic Demands

• Poor Communications

• Declining Sales

• Changes in size

• Payment Conflicts

• Personality Conflicts

• Conflict of Interests

• Policy changes

HOW AGENCIES GAIN CLIENTS

• Image or reputation

• Referrals

• Solicitations
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 • Presentations

• Public relations efforts

CLIENT SERVICING

• Companies with a high customer retention rate know the value of client servicing

• It’s also referred as customer care.

• Crucial part of the advertising industry.

• The main aim is to generate customers and eventually the business

• Develop the existing customer relationships.

• Covers the responsibilities of the PRO’s.

• Effective client servicing: Providing the client with people who know the account well,
and are able to be of assistance whenever needed.

THE ISSUES

Reasons

• Urge to be noticed Love it. Or hate it. But you have to notice it

• Slashing down of the ad budget

• With the business slumping

• To boost short-term sales

• To win ad awards

• To cut through the clutter

Issues

Loaded price for the buyers -$435 bn Global Ad spending

1. Types of ads

• Ads for health care and professional services-Slimming & Beauty Treatments

• Ads for vices with fatal effects-Tobacco Products

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 2. Types of appeals

• Stereotypical appeals-fair & lovely,

• Exaggeration appeals-Pepsi TV

• Use of questionable appeals-fear & envy

3. Larger effects on the society

• Value formation-Status symbol products

• Less Coverage: Information content of ads

• Edible Items-Soft Drinks , aginomoto

4. Puffery & Use of deception - Horlicks and Complan

5. Advertising targeting children and adolescents

6. Lack of market research-P & G

7. Global Issues

• Advertorials — Advertisements disguised as News!- Disney ‘s ABC

• Advertainment —Advertisements disguised as Entertainment!

• Political influence

OGILVY (HOME OF THE BIG IDEAL)

• Founded in 1928, first ads agency in India.

• Continuing to relentlessly pursue the passion for building and nurturing, enduring brands.

• A power brand in itself, Ogilvy & Mather is acknowledged as the leading

communications agency in the country today.

• The defining quality is the firm belief in the value of brands and the important role they
play in consumers' lives.

• 360 Degree Brand Stewardship

 Asian Paints

 Cadbury,

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  Fevicol

 Perfetti

 Hutch

 Close Up

 Nestle

 Ford Fiesta

 Hutch faced the challenge of building brand preference, having to rely on a generic
promise of a good network

 Using the metaphor of a boy and his dog's unconditional support to highlight the
omnipresent nature of the Hutch network, the agency team was able to create 360-degree
communication.

 It not only succeeded in creating brand preference far in excess of its nearest competitors
and increased the subscriber base by 20%, but also generated incredible buzz

O&M – PINK CAMPAIGN FOR HUTCH

The Hutch Pink Story......

“It doesn't matter if you are Black or white, but it surely matters

if you are Orange or Pink,”

 Hutch revamping its product to get rid of the brand name Orange and bring it under the
same umbrella as the other 12 circles in the country.

 But why pink in particular?

 Ogilvy and Mather (O&M) in collaboration with London-based corporate identity firm
Wolff Olins

 The new colors will reflect the cohesive face of the new Hutch.

THE HUTCH PINK STORY….SO WHY PINK AND BLUE?

-CLIENT SERVICING AT ITS BEST.

HUTCH – O&M [Wolf Ollins]

 Both pink and blue are new-age colors, increasingly being used in new media

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  Blue is said to be the color of success and prosperity as well as a color that has a
universal appeal and Blue also depicts a connection with the masses.

 Pink represents strength, and yet has a young and trendy feel.

 It is an emotional color used mostly during festivities such as birthdays and

Valentines Day, both aspects which are important for the telecom firm.

 The execution involved, on a purely communicative level, outdoor advertising,

television, print media, and even signage – changing the signs on every Hutch shop
across the country.

 "It's pink!" – RADIO MIRCHI ad.

 From the Web site to the letterhead to the CEO's visiting card,

 The uniforms and the interiors of the Hutch outlets were revamped and had to be
changed to the new color.

 Few other companies would have the style and confidence to pull it off.

OGILVY

 Ogilvy & Mather Worldwide is known globally for its superior work, client-focused
approach and distinctive organizational culture.

 With 483 offices in 106 countries

 Billings of over $11 billion,

 World’s ninth largest advertising agency network

NEW TREND IN CLIENT SERVICING

Growth of digital marketing in the global communications business:

1) consumers seizing control of their media and entertainment choices;

2) Marketers stepping up their pursuit of accountability and return on investment.

• Digital marketing is no longer a technology story. It is a consumer adoption story.

• Profound changes in how people ‘shop’ across so many brand categories and markets.

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 • Digital marketing intersecting at the moments of truth as customers journey from
awareness to purchase.

OGILVYONE
 Ogilvy One is deeply committed to helping the clients navigate and win in the new digital
marketing landscape.

 To open everybody’s mind to what is possible, they have launched Verge, a series of
conferences where Ogilvy leaders, clients and other industry experts gather to discuss the
realities and possibilities of digital marketing. First run in New York in 2004, Verge was
expanded to 12 markets through the end of 2005, including Japan, China, Singapore,
Australia, France, Germany, Mexico and Canada.

 In 2006, they took Verge to new markets such as Brazil, Spain and Korea. They have
also just launched The Ogilvy One Report on digital trends, a global study into the “Net”
generation, and a proprietary research initiative called Personal Circuits, which assesses
how individual consumers use digital media to shop and purchase.

 OgilvyOne entered 2006 with strong client relationships, outstanding talent and
momentum in digital marketing.

NEO@OGILVY
 The launch of Neo@Ogilvy, a new digital, direct response and search marketing media
division.

 Neo@Ogilvy places O&M squarely at the center of the fastest growing parts of the total
communications business.

 O&M now offers clients a fully integrated digital marketing solution – strategy + creative
+ media + metrics + and do it globally.

 Neo@Ogilvy is off to a tremendous start.

 Out of Home business unit, which helps clients to develop and enhance relationships
between consumers and their brands at the last mile, beyond mass media.

 Ogilvy, pioneered out-of-home communications in the country through its divisions.

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  Ogilvy Landscapes- which introduced Outdoor media as a specialist discipline

 Ogilvy Outreach- the first and the largest rural communication unit in the country

 Ogilvy Live- which creates ground level brand communication and more recently

 Ogilvy Sign scapes - the retail brand identity division.

 The integration of these OOH services as Ogilvy Activation- the first 360 degree OOH
communication offering in the country, is a logical extension of Ogilvy's 360 Degree
Brand Stewardship program.

SHELLY LAZARUS: CEO, O&M

“We are in the business of building strong and enduring brands. We see them as the key factor to
any company's success in the marketplace. We believe in the power of brands and consider them
to be the biggest asset a company can have.”

“We believe we are of greatest value to those clients who share this understanding and our
passion for brands. This is the reason why we have enjoyed long-term partnerships with India's
greatest brands.”

IMPEDIMENTS TO RESEARCH ON AD ETHICS

 Lack of practitioner interest

 Lack of sound measures and framework

 Lack of relevant theories in related disciplines

 Lack of academic interest

CONCLUSION

The need to add ethics in advertising is essential as we have a duty to live a good moral
life. This duty is as much applicable to our business lives as to our private lives. And marketing
professionals also know that ethics brings good business.

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